Paid ads can often be a minefield; are you going to be paying too much for too few customers, or too little for something that apparently promises a ton? Regardless of the way that you look at paid advertisements, they can be, and almost always are, very potent and useful tools. But then comes the question of where you should place your paid ads; in a magazine, on television, maybe on the radio? While those are all valid options, they are an extremely limited medium if you are a company with any sort of presence beyond a certain small region. If you truly want to reach for the skies so to speak, you either have to be a big enough corporation to pay for advertising on at least one medium pretty much everywhere you want to reach, or you could take a much cheaper and less laborious route; placing advertisements on the internet.
While this may sound a little silly to some, do remember that there are far north of a billion people that are connected to the internet; out of those billions, there are very likely many millions of people, perhaps tens or a hundred million of which are a relevant target audience for your products or services. The extra benefit here is that this is almost always a bigger number of people that even live in your local region, which only serves to tell you just how much difference advertising across the internet can make. Where you’re advertising tends to matter too; you may have seen some advertising boxes on some sites, often with a fancy picture and some irresistible text attached, which can lead to practically anywhere on the web. You may also have noticed ads in search engines themselves; just looking up any single trend tends to fetch you hundreds and hundreds of pages of results, but on top of those results, you have a whole array of advertisements, all of which appear at the top, and almost seem to be pinned right there. These are paid advertisements, and these are spaces that you can occupy just as everyone else is doing.
If you’re wondering “why not just add SEO? That’s free.” the answer to you is that SEO brings in only organic traffic; while this may be good if you’re a blog or trying to provide info, a business is almost never purely a blog, and thus if you want to not have to rely on organic clicks, you will almost definitely need to use paid advertising, in some form, in order to stay relevant in a landscape that is only getting more competitive with each passing day.
So, while SEO is all well and good in a lot of cases, Search Engine Marketing, or SEM for short, removes all uncertainty from the result; you get much better targeting, a much-expanded reach (because your ads will also appear on sites sponsored by that ad service), as well as the independence from content that has to be galactic in its quality to keep topping search results. And, instead of chasing those often unreasonable quality goals, you can go a simpler route; just pay a bit for internet advertising. And even though this might be exciting and appear a bit too simple to be true, that’s because there are more nuances to the puzzle, much like the ad’s own content. And this is where we come in; a few years of experience means that not only do we understand what SEM is, but also what to do, and what not to do, and how to use it to give you all the advantages possible.
Let’s get to pole position together.